Junior Professorship
in Marketing Management

Overview

Team

  • Jun.-Prof. Dr. Tetyana Kosyakova
  • Research Associate: t.b.a.

Course

  • Big Data Analytics

Research Areas

  • Choice/marketing modeling
  • Data analytics
  • Unstructured data
  • Customer base analysis
We are hiring

Smarter decisions with the power of analytics.

Jun.-Prof. Dr. Tetyana Kosyakova
Junior Professor of Marketing Management

What we do

Marketing management on a data-based foundation

As a research-oriented junior professorship, our goal is to generate scientifically robust knowledge for companies, society, and the scientific community. Our research focuses on the development and application of data analytics methods to address complex challenges in business and society. This includes topics such as, e.g., uncovering consumer preferences, predictive modeling of consumer behavior, extracting insights from large-scale datasets, etc. We explore advanced statistical methods, including machine learning algorithms and data visualization techniques, to analyze diverse datasets and inform strategic marketing decisions. In our research, we cooperate with companies and international research partners. Our goal is to make our research results accessible to the scientific and managerial community and the wider public through publication in high-ranking international journals.

Jun.-Prof. Dr. Tetyana Kosyakova

I was appointed Junior Professor of Marketing Management at HHL in December 2024. After completing my doctorate at Goethe University Frankfurt, I worked as an Assistant Professor of Marketing at the Frankfurt School of Finance and Management, while also engaging in international research stays at Nova School of Business and Economics in Portugal and Tilburg University in the Netherlands.

In my research, I develop and apply quantitative methods to study consumer decision-making processes, model consumer choice, and elicit consumer preferences to support the innovation process and help businesses optimize their offerings. I use advanced techniques to uncover consumer heterogeneity and understand differences in preferences and responses to marketing activities. I am also deeply interested in the potential of high-dimensional unstructured data for marketing research and practitioners.

The focus of my teaching at HHL is on data analytics. I support students in learning data-based approaches to decision making.

If you are interested in an interview or a press photo, please contact Elisa Vetter (Media Relations Manager).